With the industry rapidly changing and the on-set on Direct Branches just moving boxes to capture clicks, it is essential that we transform to solution selling.
So what is Solution Selling? Solution Selling can be a sale that incorporates a piece of hard with a software solution. It could be something as simple as a print driver setting that saves the customer time or something as elaborate as a Document Management Software application that is also have as piece of hardware attached to the sale.
How Do I Find Out If They Are in Need of A Solution?
There are many ways, it all starts with asking questions in reference to their workflow and "How" and "Why" they do what they do with a document or a piece of paper. Also to be on the lookout for certain situations of hardware and software. I'll take a few scenarios from situations that I saw in the field.
1. Side by Side Faxes: I was on an appointment with a referral from one of my clients in New Jersey, I asked him if I could "tour" his operation before we sat down. My client was very obliging and took me for a tour, while on the tour I saw two side by side faxes. Now, I know two side by side faxes are a dead give away that A: They have a heavy inbound and outbound traffic of faxes, B: They were probably not using LAN fax software and C: These faxes had a high cost per page.
I then asked about "How" they use these faxes for inbound and outbound, if I could pull a report from each fax and "Why" were they printing their faxes and where do the faxes go once they arrive?
After finding out the why and how, I offered to do an ROI Analysis Report on his fax workflow. By the time I was done with this particular department, I had on order for an MFP with Dual Fax lines, and a 5 user license of Ecopy Desktop Software, along with this they were now going to use LAN fax for all of their outbound documents with Ecopy. The end result was a piece of software and hardware sold at MSRP plus a customer who was elated with the paper/toner savings along with the increased productivity!
2. Printing, Gathering n Collating: I see this all of the time! People will print various document from different applications, and will then gather them together and manually collate the documents into a set and then place them in the copier for additional sets (whew), what a waste of time! On the other hand this customer was ripe for ECopy Desktop Software. If you don't know already Ecopy can act as a "virtual printer" and print copies a the documents to Ecopy software, from their the cleint can see all of their pages from all of the different applications, they can move any page to an position in the document and create a virtual document that has been electronically collated within the Ecopy software. From there the document can then be printed, faxed or emailed and then converted to a pdf document.
Once I see someone who is doing this I'll ask them this basic question, "what happens when you need another copy of this document?" Most will groan and state they have to spend hours remembering the file name from each application and then find those documents on their system. I'll then ask them that if there was a piece of software that could save them all of this anguish would they be interested? You know the answer.
So, in essence LAN Fax and ECopy are simple solutions that will help you become the "more knowledgeable" rep and can provide a relief of pain that is associated with the day to day activities of the document workflow in the office.
Becoming a solution seller means to be interactive with the customer, ask questions and probe into the "How" and "Why" they do what they do. Use your eyes, and ears whether you are cold calling or conducting an appointment. If you have an idea, let the customer know that you have an idea that may help them. Everyone is interested in hearing a better way of doing something.
Again, these are just a few of the "simple" solutions that will get you going, as you become more knowledgeable with software and hardware capabilities you will become more adept at offering advanced solutions, these simple and advanced solutions will make you stand out in the crowd and make the customer less likely to shop your price.
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